To promote Hotels.com's annual travel trends report in Scandinavia, focusing on the 'Destination Dupes' trend, we created the 'Dupes of Scandinavia' travel guide. This guide highlights ten Scandinavian locations, such as Visby (a dupe for Dubrovnik) and Geirangerfjord (a dupe for Milford Sound), that closely resemble popular global destinations but offer a less crowded and more affordable experience. The campaign successfully generated significant media coverage across key Scandinavian outlets and featured a travel expert as spokesperson, driving awareness for both the trend and Hotels.com's offerings.
Results
The campaign generated significant publicity in Hotels.com’s key media segments. Printed copies of the guide were distributed to media outlets, while others could access the guide via a digital landing page. Some of Scandinavia’s largest national titles, such as Dagens Industri, Aftonbladet, Expressen, Politiken and Nettavisen, reported on our Scandinavian dupes. Annika Myhre, a Swedish travel expert and blogger, was also recruited as a spokesperson for the campaign, and participated in radio interviews to talk about the initiative and the new travel trend.